LEARN MORE ABOUT BURLINGTON'S COMMITMENT TO PUERTO RICO:

BURLINGTON STORE EXPERIENCE UPDATES:

Navigation & Graphics - A new fixture-based signage system that is easily seen, read, and understood from across the store. The new graphics package will speak to Burlington's customer about price-values and brand names starting in the parking lot and throughout the shopping experience.
Merchandise Runs & Flow - A new fixture/merchandise plan that will create customer interest, encourage exploration, and highlight great values.
Exterior Store Logo - Updated exterior store signage to shift consumer perception from department to discount bargain store by emphasizing new “Deals. Brands. Wow!” tagline. The Spanish version is "Marcas. Rebajas. Wow!"

ABOUT BURLINGTON:

Burlington is one of the largest off-price retailers in the United States. It is the place to go for people who want to shop for great brands at even greater prices, and over the past 50 years, Burlington has consistently WOWED their customers with the quality and breadth of their inventory. From home decor to brand-name clothing for the whole family, and items for babies and pets, Burlington is a must-visit destination for price-savvy customers who refuse to budge on quality.

BURLINGTON SOCIAL MEDIA CHANNELS:

Objectives

Burlington has been beloved in Puerto Rico for more than 15 years, and now has more than 15 locations across the island. They're committed to serving the people of Puerto Rico - not only by giving them great deals at WOW prices, but also by supporting the local community. Make sure to check out the Background for more information about Burlington's history in Puerto Rico.

To make their customers' shopping experience even better, Burlington has recently upgraded every one of their Puerto Rico locations. We're talking snazzy new signage and fixtures, a refreshed storefront, an improved layout, and easier store navigation. All of these changes will make it easier to find your next WOW discovery at Burlington.

Burlington has a competitor entering the Puerto Rican market, and they want to remind islanders that Burlington has been their one-stop-shop with great deals, styles, and brands for more than 15 years. Most importantly, Burlington wants to continue to be top of mind when islanders are shopping. Their shoppers in Puerto Rico love the treasure hunt shopping experience, and they have FOMO when they do not come in all the time, since Burlington updates their merchandise regularly.

To put a spotlight on Burlington's longstanding commitment to Puerto Rico, while also letting customers know about the upgraded store experience, Burlington is looking for concepts for two :15 commercials in Spanish that connect with Puerto Ricans in an authentic way. These two videos are separate and distinct but should feel like a cohesive campaign. The goal is to make an emotional connection with the audience while reminding the Puerto Rican people that Burlington is the REAL DEAL. To that end, it's crucial that your concept is culturally authentic to the Puerto Rican community. Burlington is looking for concepts that show they are reliable, they are loyal, and customers are loyal to them. Burlington has a beautiful shopping experience with value and quality – they are truly a special store to the community.

However, it's important to remember each video will ultimately be 15 seconds, with about 3 seconds needed for an end card, so we're really only working with 12 seconds of messaging. When crafting your concepts, make sure to think about what would be feasible and realistic in a 15 second runtime. We're looking for concepts for BOTH commercials in EACH submission, so make sure to think about how each video can "stand on its own" while still feeling cohesive with the other. Even though these videos will be produced in Spanish, please submit your concepts in English.

Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.

EXPOSURE: Broadcast TV in Puerto Rico

TARGET AUDIENCE: Puerto Rican Adults 18+

TONE/FEEL: Friendly, authentic, uplifting, warm, proud, joyous

Details

In order to be considered, include the below materials in your submission.

CONCEPT (REQUIRED): Tell us your Concept for BOTH commercials using up to 500 characters. Remember, a concept is not a detailed script - it is a spark of inspiration or distillation of what will happen when your concept is brought to life. As always, concepts should be clever and engaging.

HELPFUL REFERENCE LINKS (Optional): Have you seen another idea, video or marketing activation that you think makes for a helpful reference? Feel free to include a link to any existing content that'll be useful when trying to understand your Concept.

Requirements

Creators of selected submissions must provide the standard Tongal W-9, Winner Affidavit, and IP Assignment.
Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES - SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
You may not contact any employees or members of the Sponsor's organization, their affiliates, or any of their partners. Failure to comply with this requirement may result in disqualification of your entry in the project.
Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor, nor can Submissions contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
Limit 5 submissions per member.
You must be at least thirteen (13) years or older to enter.
The Sponsor reserves the right to repost the contest.
See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.